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Musings on Marketing It's Always Something... June 2006
Welcome to our Newsletter
Our newsletter is designed to provide you with valuable insight and ideas to help you build your BRAND. In this edition, we feature the book Purple Cow by Seth Godin. In it, he details what it means to be a "Purple Cow" in today's saturated marketplace and the importance of setting your company and product apart from the competition.
Becoming a Purple Cow 
Excerpts taken from Purple Cow by Seth Godin In Purple Cow, Seth details what it takes to create and sell something remarkable. It is a manifesto for marketers who want to make a difference at their company by helping create products and services that are worth marketing in the first place. It is a plea for originality, for passion, guts, and daring. Not just because going through life with passion and guts beats the alternative (which it does), but also because it's the only way to be successful. Today, the one sure way to fail is to be boring. Your one chance for success is to be remarkable. Purple cows are remarkable. At least for awhile. Remarkable means two things. One, it means cool, neat. Two, it means worth making a remark about. If you make stuff that's worth making a remark about, you're 99% of the way there. And that means you have to be a leader. You can't be remarkable by following someone else who's remarkable. One way to figure out a great theory is to look at what's working in the real world and determine what the successes have in common. The thing that all of those companies have in common is that they have nothing in common. They are outliers. They're on the fringes. Superfast or superslow. Very exclusive or very cheap. Extremely big or extremely small. The reason it's so hard to follow the leader is this: The leader is the leader precisely because he did something remarkable. And that remarkable thing is now taken - so it's no longer remarkable when you decide to do it.
Give us an earfull 
Have a question about an article you've seen? Is there something you'd like to see in a future newsletter? Let us know what you think. Click on the lightbulb to send your comments, suggestions and ideas to us at 4 Logo Gear.
"There are one hundred and ninety nine ways to get beat, but only one way to win; get there first" - Willie Shoemaker, most successful jockey in history, winner of 8833 races
Stay tuned for more factors of successful promotions in our upcoming newsletter!
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